Celebs, babies and beer: its Super Bowl ad time

FILE - In this Feb. 5, 2012, file photo, Ron Blydenburgh, of Hampton Bays, N.Y., watches the broadcast of the 2012 NFL football Super Bowl. You don't have to be a football player to be a part of the action on Super Bowl Sunday, Feb 3, 2013. Coca-Cola is asking people to vote for an online match between three groups competing in a desert for a Coke on Game Day. Pepsi and Toyota are using viewers' photos in their ads. Audi let people choose the end of its Super Bowl ad, while Lincoln based its spot on more 6,000 tweets from fans about their road (AP Photo/John Minchillo, File)
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FILE - In this Feb. 5, 2012, file photo, Ron Blydenburgh, of Hampton Bays, N.Y., watches the broadcast of the 2012 NFL football Super Bowl. You don't have to be a football player to be a part of the action on Super Bowl Sunday, Feb 3, 2013. Coca-Cola is asking people to vote for an online match between three groups competing in a desert for a Coke on Game Day. Pepsi and Toyota are using viewers' photos in their ads. Audi let people choose the end of its Super Bowl ad, while Lincoln based its spot on more 6,000 tweets from fans about their road (AP Photo/John Minchillo, File)
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This frame grab provided by Coca Cola, shows a moment in the Super Bowl 2013 Coca Cola campaign. You don't have to be a football player to be a part of the action on Super Bowl Sunday. Coca-Cola is asking people to vote for an online match between three groups competing for a Coke on Game Day. (AP Photo/Coca Cola)— AP

This frame grab provided by Coca Cola, shows a moment in the Super Bowl 2013 Coca Cola campaign. You don't have to be a football player to be a part of the action on Super Bowl Sunday. Coca-Cola is asking people to vote for an online match between three groups competing for a Coke on Game Day. (AP Photo/Coca Cola)
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This screenshot provided by Kraft shows the Super Bowl teaser advertisement for Kraft's Mio water enhancing drops. Kraft enlisted Tracy Morgan from NBC's "30 Rock" to introduce its new Mio Fit water enhancing drops in a 30-second ad during the third quarter. (AP Photo/Kraft)— AP

This screenshot provided by Kraft shows the Super Bowl teaser advertisement for Kraft's Mio water enhancing drops. Kraft enlisted Tracy Morgan from NBC's "30 Rock" to introduce its new Mio Fit water enhancing drops in a 30-second ad during the third quarter. (AP Photo/Kraft)
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This screen shot provided by Hyundai shows the Super Bowl advertisement by Hyundai Motor Group's Kia. In the advertisment, Kia invents a fanciful way that babies are made, blasting in from a baby planet in its "Space babies" ad for the 2014 Sorento crossover. (AP Photo/Hyundai)— AP

This screen shot provided by Hyundai shows the Super Bowl advertisement by Hyundai Motor Group's Kia. In the advertisment, Kia invents a fanciful way that babies are made, blasting in from a baby planet in its "Space babies" ad for the 2014 Sorento crossover. (AP Photo/Hyundai)
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This screen shot provided by Hyundai shows the Super Bowl advertisement by Hyundai Motor Group's Kia. In the advertisment, Kia invents a fanciful way that babies are made, blasting in from a baby planet in its "Space babies" ad for the 2014 Sorento crossover. (AP Photo/Hyundai)— AP

This screen shot provided by Hyundai shows the Super Bowl advertisement by Hyundai Motor Group's Kia. In the advertisment, Kia invents a fanciful way that babies are made, blasting in from a baby planet in its "Space babies" ad for the 2014 Sorento crossover. (AP Photo/Hyundai)
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This undated screenshot provided by Axe shows the Super Bowl advertisement for Axe. Axe's 30-second ad in the third quarter of the game shows a woman in the ocean getting rescued by a sexy lifeguard, but going for an astronaut instead. It promotes Axe's new cologne "Apollo" and its contest to send someone on the first suborbital space tour in 2014. (AP Photo/Axe)— AP

This undated screenshot provided by Axe shows the Super Bowl advertisement for Axe. Axe's 30-second ad in the third quarter of the game shows a woman in the ocean getting rescued by a sexy lifeguard, but going for an astronaut instead. It promotes Axe's new cologne "Apollo" and its contest to send someone on the first suborbital space tour in 2014. (AP Photo/Axe)
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This undated screenshot provided by Axe shows the Super Bowl advertisement for Axe. Axe's 30-second ad in the third quarter of the game shows a woman in the ocean getting rescued by a sexy lifeguard, but going for an astronaut instead. It promotes Axe's new cologne "Apollo" and its contest to send someone on the first suborbital space tour in 2014. (AP Photo/Axe)— AP

This undated screenshot provided by Axe shows the Super Bowl advertisement for Axe. Axe's 30-second ad in the third quarter of the game shows a woman in the ocean getting rescued by a sexy lifeguard, but going for an astronaut instead. It promotes Axe's new cologne "Apollo" and its contest to send someone on the first suborbital space tour in 2014. (AP Photo/Axe)
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This undated screenshot provided by Audi shows the company's Super Bowl advertisement. Audi's 60-second ad in the first quarter, with an ending voted on by viewers, shows a boy gaining confidence from driving his father's Audi to the prom, kissing the prom queen and getting decked by the prom king. (AP Photo/Audi)— AP

This undated screenshot provided by Audi shows the company's Super Bowl advertisement. Audi's 60-second ad in the first quarter, with an ending voted on by viewers, shows a boy gaining confidence from driving his father's Audi to the prom, kissing the prom queen and getting decked by the prom king. (AP Photo/Audi)
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This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's Frito-Lay's Doritos. PepsiCo's"Crash the Super Bowl" ads are back for the seventh straight year. Two 30-second commercials made by consumers will make it on the air. Fans voted for one winner and Doritos chose the other. — AP

This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's Frito-Lay's Doritos. PepsiCo's"Crash the Super Bowl" ads are back for the seventh straight year. Two 30-second commercials made by consumers will make it on the air. Fans voted for one winner and Doritos chose the other.
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This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's Frito-Lay's Doritos. PepsiCo's"Crash the Super Bowl" ads are back for the seventh straight year. Two 30-second commercials made by consumers will make it on the air. Fans voted for one winner and Doritos chose the other.(AP Photo PepsiCo)— AP

This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's Frito-Lay's Doritos. PepsiCo's"Crash the Super Bowl" ads are back for the seventh straight year. Two 30-second commercials made by consumers will make it on the air. Fans voted for one winner and Doritos chose the other.(AP Photo PepsiCo)
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This undated screenshot provided by Ford shows the company's Super Bowl advertisement. Ford Motor Co. enlisted late-night talk show host Jimmy Fallon to choose road trip stories submitted by Twitter to base its Super Bowl commercial for Lincoln. The story line for the 30-second ad was developed from 6,117 Tweets about road trips and features rapper Joseph "Rev Run" Simmons, and Wil Wheaton, who acted in the iconic science-fiction series "Star Trek: The Next Generation.."( AP Photo/Ford)— AP

This undated screenshot provided by Ford shows the company's Super Bowl advertisement. Ford Motor Co. enlisted late-night talk show host Jimmy Fallon to choose road trip stories submitted by Twitter to base its Super Bowl commercial for Lincoln. The story line for the 30-second ad was developed from 6,117 Tweets about road trips and features rapper Joseph "Rev Run" Simmons, and Wil Wheaton, who acted in the iconic science-fiction series "Star Trek: The Next Generation.."( AP Photo/Ford)
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This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's Frito-Lay's Doritos. PepsiCo's"Crash the Super Bowl" ads are back for the seventh straight year. Two 30-second commercials made by consumers will make it on the air. Fans voted for one winner and Doritos chose the other.(AP Photo PepsiCo)— AP

This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's Frito-Lay's Doritos. PepsiCo's"Crash the Super Bowl" ads are back for the seventh straight year. Two 30-second commercials made by consumers will make it on the air. Fans voted for one winner and Doritos chose the other.(AP Photo PepsiCo)
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This undated screenshot provided by Mercedes Benz shows the Super Bowl advertisement for the company. The majority of the 30-plus Super Bowl advertisers have been releasing their ads in the days leading up to the game, advertising fans already can catch a glimpse of “Spider-Man” actor Willem Dafoe in a Mercedes-Benz ad. (AP Photo/Mercedes Benz)— AP

This undated screenshot provided by Mercedes Benz shows the Super Bowl advertisement for the company. The majority of the 30-plus Super Bowl advertisers have been releasing their ads in the days leading up to the game, advertising fans already can catch a glimpse of “Spider-Man” actor Willem Dafoe in a Mercedes-Benz ad. (AP Photo/Mercedes Benz)
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This undated screenshot provided by Blackberry shows the Super Bowl adverstisement for Blackberry 10. The ad is part of a broad marketing campaign about the totally re-designed, re-engineered and re-invented BlackBerry. (AP Photo/Blackberry)— AP

This undated screenshot provided by Blackberry shows the Super Bowl adverstisement for Blackberry 10. The ad is part of a broad marketing campaign about the totally re-designed, re-engineered and re-invented BlackBerry. (AP Photo/Blackberry)
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This undated screenshot provided by Taco Bell shows the Super Bowl advertisement for Taco Bell. Gone are the days when Super Bowl spots were closely-guarded secrets. With the growth of social media sites like Facebook and Twitter, it's no surprise that more advertisers like Taco Bell are releasing ads online up to a week or more before Game Day. (AP Photo/Taco Bell)— AP

This undated screenshot provided by Taco Bell shows the Super Bowl advertisement for Taco Bell. Gone are the days when Super Bowl spots were closely-guarded secrets. With the growth of social media sites like Facebook and Twitter, it's no surprise that more advertisers like Taco Bell are releasing ads online up to a week or more before Game Day. (AP Photo/Taco Bell)
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This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's PepsiNext.For its halftime intro spot, Pepsi, the sponsor of the Super Bowl halftime show, created a collage of 1,000 user-submitted photos that are stitched together to create a 30-second video that looks like one person jumping to the tune of Beyonce's "Countdown." The spot introduces the pop star's halftime show. (AP Photo/PepsiCo)— AP

This undated screenshot provided by PepsiCo shows the Super Bowl advertisement for PepsiCo's PepsiNext.For its halftime intro spot, Pepsi, the sponsor of the Super Bowl halftime show, created a collage of 1,000 user-submitted photos that are stitched together to create a 30-second video that looks like one person jumping to the tune of Beyonce's "Countdown." The spot introduces the pop star's halftime show. (AP Photo/PepsiCo)
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This undated screenshot provided by the Milk Processor Education Program, known as MilkPep shows the company's Super Bowl advertisement. The Milk Processor Education Program, known as MilkPep and popular for its "Got Milk?" print ads, is featuring actor and professional wrestler Dwayne "The Rock" Johnson in a 30-second ad in the second quarter that is directed by Peter Berg. (AP Photo/Milk Processor Education Program)— AP

This undated screenshot provided by the Milk Processor Education Program, known as MilkPep shows the company's Super Bowl advertisement. The Milk Processor Education Program, known as MilkPep and popular for its "Got Milk?" print ads, is featuring actor and professional wrestler Dwayne "The Rock" Johnson in a 30-second ad in the second quarter that is directed by Peter Berg. (AP Photo/Milk Processor Education Program)
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NEW YORK 
It's showtime.

While the San Francisco 49ers and the Baltimore Ravens battle each other on the field during Super Bowl XLVII, advertisers will compete against each on advertising's biggest stage.

The stakes are high, with 30-second spots going for as much as $4 million this year. And more than more than 111 million viewers are expected to tune in.

About 28 of the 35-plus advertisers released ads early this year, trying to get a head start on capturing the buzz on social media sites. But early buzz is no guarantee viewers will remember your spot the day after the big game. And of course, some advertisers are waiting for Sunday night for the big reveal of their spots, including M&Ms, Chrysler, Oreo and BlackBerry.

"What we see on the night of the game is really important," said Kelly O'Keefe, professor at a professor, creative brand management, at the Virginia Commonwealth University Brandcenter.

-Anheuser-Busch aims for the heartstrings with an ad showing a baby Clydesdale growing up. And Godaddy.com is showing a close up of an extended kiss between supermodel Bar Refaeli and guy wearing glasses.

.- Kraft enlists Tracy Morgan from NBC's "30 Rock" to introduce its new Mio Fit water enhancing drops in a 30-second ad during the third quarter.

- Best Buy's 30-second ad in the first quarter stars Amy Poehler, of NBC's "Parks and Rec," asking a Best Buy employee "lots of questions."

- The Milk Processor Education Program, known as MilkPep and popular for its "Got Milk?" print ads, is featuring actor and professional wrestler Dwayne "The Rock" Johnson in a 30-second ad in the second quarter

-Gildan Activewear's ad shows a man waking up "the morning after" and trying to get his t-shirt off his sleeping companion.

- First-time advertiser Axe's 30-second ad in the third quarter of the game shows a woman in the ocean getting rescued by a sexy lifeguard, but going for an astronaut instead.

- Hyundai Motor Group's Kia invents a fanciful way that babies are made, blasting in from a baby planet in its "Space babies" ad for the 2014 Sorento crossover. The E(asterisk)Trade talking baby will make a seventh appearance in the Big Game.